Crack "Mermaid" marketing combination boxing: "feelings + hunger + word of mouth"
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As Stephen Chow returned to the screen of the Spring Festival after a lapse of 3 years, Mermaid has drawn great attention from the beginning of the project. Not until the release date of the New Year's Day after the release of trailers and posters, at the same time announced the absence of any point map, premiere, media field, hanging audience appetite. Released 18 days, the box office exceeded 2.9 billion. Xiaobian think "Mermaid" can get such a high box office, the first is inseparable from its high quality, and secondly, marketing also contributed. "Hunger Marketing + love marketing + word of mouth marketing" marketing strategy for the entire case, to help "Mermaid" on the Chinese box office peak. The first combination of boxing trick: emotional marketing For many young people, especially the 80,90 later, Stephen Chow's name is accompanied by the memory of their life, as a unique comedy idol, from watching Stephen Chow "play" to see him " Director ", former fans, into today's efforts to hold up the backbone of the box office. Emotions, Stephen Chow movies around the key words, and "Mermaid" issuers just make the best use of this point. The songs sung by Karen Mok and Adam Cheng are also carefully planned products to awaken their feelings. And in the media publicity will be the direction of the topic to: Stephen Chow What has brought us to further "confuse" the hearts of fans. Prior to the release of the movie, the marketing goal was to reduce expectations, but at the same time to achieve sufficient market appeal. Yue Yang, the president of the marketing team for "Mermaid" marketing in the Matter Culture interviewed by Sina Entertainment, put it frankly: the production and dissemination of three countdown videos, respectively from the Lord Yeh's major works, "Westward Journey", "King of Comedy", " God of Cookery ", are the works of the audience familiar, people of all ages are Yeh's audience is very rare, how to awaken their enthusiasm for watching is the focus of marketing. In response, netizens expressed recognition: @ Ying: Mermaid theme more attractive, each girl has a mermaid's dream, before all the story from Hollywood, lack of atmosphere ... ... The Stephen Chow comrades and people close to the fantasy Mermaid bundle To come together, have caused everyone's curiosity. @ Chang ... ...: Most of the audience are Yehuda powder willing to free publicity, will also pull their own people will look around, large fixed fans. As owe owe owe a movie ticket this statement, can only say that the star is worth our fans for his consumption once. Visible, "Mermaid" although the feelings of marketing, but by no means strong buy sell relationship. Yue Yang also responded, in the topic of marketing, are not allowed to take 'underappreciated movie tickets should be' to promote this. In a highly marketized era, no one owes the movie tickets to anyone, only the movies are good or bad. We must admit that Star Ye represents a generation of movie watching feelings. Combination of boxing second trick: starvation marketing "Mermaid" The first step in marketing can actually be traced back to the actress sea, July 31, 2014, by the 360 ​​film and Stephen Chow new movie "Mermaid" held the protagonist contest. Relying on the massive 360 ​​users of film and Yeh's powerful appeal, online enrollment reached 120,000, has aroused widespread concern entertainment and the general public. After more than a year of continuous release of "Mermaid" news, continue to attract the attention of the public, until December 9, 2015, the release date release date of the release date 2016 New Year's Day. Like all marketing moves, "Mermaid" also starts with warm-up. Based on the personal brand effect of Stephen Chow, the public sentiment appeal was continuously pushed forward. Three trailer segments were released on the day of the press release and more than one hundred theme posters were put out one after another, accumulating the urgency of the fans, After the release of the film release focused on consumer spending power, the release of 4 days that break 900 million, 9 days broken 2 billion, far more than the same period of "Journey to the West of Sun Wukong Sanda bones", "FY 3". In this regard, the group of friends, said: @ Assassin: This film is very funny, young and old, the face of the film is not only young people, the audience should also be wide box office one of the reasons why it. There are also calls for environmental protection outside of the funny, personal reading will have the desire to see the movie again. @ I am the Red Mansions Dreams: Did not hold point mapping is indeed the opposite, but also based on a strong personal endorsement to have. @ Great music: Starry personal charisma hungry marketing, when the secret of three years grinding sword suddenly opened when the onlookers more naturally, followed by praise and the box office steadily, more aroused everyone's interest, coupled with the Spring Festival schedule , Row film, and many other factors. Good soil plus good promotion, favorable conditions and time, it seems less to see the content of film criticism may not be concerned. Combination of fist third trick: word-of-mouth marketing Finally, "Mermaid" is Stephen Chow spent 3 years polished out of the masterpiece, for all kinds of extreme, demanding director style reports also one after another, feelings, good work, good film Is to promote the audience word of mouth important reason. Fans in search of memories, idol watching is willing to spontaneous consumption, watching the familiar style of Zhou films, novel story themes, rounded fans feel oppressed for a long time eager mood out of the cinema willing to start a "mermaid" running water. At the same time, the media also contributed a lot to the "Mermaid" box office. From vocal opposition to praise, fans' comments on social media have become media coverage. point. However, as the reputation of the audience has become acclaimed, the box office constantly out of a new high, the "Mermaid" naturally boarded the major media headlines. With word-of-mouth marketing is the "Mermaid" at the box office, constantly brushing a new high of 12.82 billion box office at the top of the box office in the Chinese box office has been close at hand, the industry is expected to "Mermaid" box office is expected to exceed 3 billion. Finally, the success of a film is not just marketing well done. It is equally important for the work itself to be announced, co-ordinated and implemented. Mermaid is a good work for win-win cooperation under the cooperation of multiple parties. The article finally, take a look at the wit's little friends how to evaluate the "mermaid" marketing it ~ @ Liu Feng: The success of the mermaid by chance, but also inevitable. First of all, three years grinding sword, Stephen Chow's strict and detailed requirements, is the root cause. Secondly, the other films of the Lunar New Year stalls were intentionally or unintentionally misplaced. As a result, the Mermaid dominance at Lunar New Year stalls could also be the expectation that the audience could expect from Stephen Chow's previous achievements. Therefore, they concentrated their attacks during the Spring Festival. The third is its various pre-promotion, the momentum, so that the audience at the same time to promote the mermaid's outbreak, especially after the Valentine's Day broke point, fit the theme of the movie. @ Ajin: I think 1. The mainland's desire for "Stephen Chow movies" 2. Stephen Chow himself is a selling point 3. The increase in the number of Chinese viewers 4. Shadow party marketing. @ Change & Thinking & DO: excellent product itself, word of mouth spread. @ Yue Ke: My opinion is: 1, Yeh's reputation, 2, the team effect (well-known stars to participate), 3, publicity (Yeh God to the major cinema personally) 4, the brand implant 5, lock the crowd (80,90 worship of God).